I consider them to be important, and tend to emphasize this with clients choosing between plans even with the same carrier, or a different carrier, when reviewing benefits, but for some reason, it doesn't seem to make an impression with clients.

Its kind of funny, but clients often seem to focus on some of the more trivial benefits, things that wouldn't make much difference to me. It almost seems like you could promise them a free car wash once per year and a $2M lifetime max or no wash and $5M and they'd pick the former.